Keep Your Eyes on the Prize Why Context Matters More than Ever

1. Keep Your Eyes on the Prize Why Context Matters More Than Ever Bob Canaway VP Marketing, Ektron David Aponovich Sr. Analyst, Forrester

2. Keep Your Eyes on the Prize! Why Context Matters More Than Ever David Aponovich, Senior Analyst Forrester Research Latest trends & strategies in using context to drive engagement Bob Canaway, VP of Marketing Ektron Best practices, tools & techniques to optimize conversion

3. HOUSEKEEPING How to participate • For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window • Submit your text question using the Questions pane • Note: A recording will be made available

4. Making Leaders Successful Every Day

7. The goal: Deliver interactions that cater to a person’s specific needs – without having to design millions of individual interactions

8. Today: Digital transformation (not just WCM) What digital leaders were demanding three years ago:  “Replace my web content management system with a new system.” What they’re requesting today:  “Help me re-platform from my legacy WCM to a platform to manage digital customer experiences and marketing.” Result: Software vendors have shifted to support platforms for more robust, multichannel, data-driven and PERSONAL experiences. * This isn’t just about apps. It’s about creating relevant digital experiences at any and all touchpoints for customers. Copyright 2013 Forrester Research Inc. - Confidential – For Client internal use only. Reproduction prohibited.

10. Net result: Targeted, Personalized Experiences Forrester defines digital experience management (DX) as: The management and delivery of dynamic, targeted, and consistent content, offers, products, and service interactions across digitally enabled touchpoints. The need for robust digital experience support is not just a technology issue. It’s an organizational issue. What does your organization want to do to win?

11. WCM has turned into sexy software › WCM has evolved from basic, IT-centric tools . . . › . . . to smart, flexible, business-friendly systems at the core of firms’ digital customer experiences and online engagement strategies. • Personalized, contextual delivery of content and experiences • Delivers content and experiences to many channels (i.e., mobile) • Marketing, customer support, internal employee support • Tuned to the needs of digital experience professionals • Global, multilingual, multi-site capabilities • Integration with back-end business software to leverage data Copyright 2013 Forrester Research Inc. - Reproduction prohibited.

12. What are organizations buying? Which of the following technology tools has your organization prioritized in the next 24 months (2013-2014)? (Select up to three) Analytics tools (e.g. web analytics, social… 56% 34% 30% Web content management Customer relationship management 24% 24% Mobile application development tools eCommerce platform Testing and optimization Social networking platforms Personalization/recommendations engine Campaign management software Digital asset management Site search ID/authentication tools Enterprise marketing suites Multilingual tools (e.g. translation, localization) Other, please specify None of the above 18% 18% 17% 16% 12% 9% 7% 6% 4% 2% 1% Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited 12

24. con·tex·tu·al·iz·a·tion ˈ kän-ˈ teks-ch(ə-w)ə-lə-ˈ zā-shən noun : A tailored, adaptive, and sometimes predictive digital customer experience. • Contextualization combines and extends existing segmentation and personalization techniques with inthe-moment details. This enables moredynamic, more-predictive experiences by processing explicit and implicit user information.

27. How customers perceive their interactions with your company

28. Enjoyable Easy Meets Needs

30. Customer experience correlates to loyalty  Willingness to consider for another purchase  Likelihood to recommend to a friend  Less likelihood to switch business to a competitor

32. The US consumer owns multiple computing devices . . . 59% own two or more PCs. 93% of tablet owners also own a laptop. . . . and uses different computing devices for different functions. Source: North American Technographics® Benchmark Survey, Q3 2012 (US, Canada)

33. More devices = greater overall activity Tablet owners use their smart phones more than the overall online population for many activities To locate a nearby store or to check store hours 27% 18% To take picture of a product to share with friends or ask for their opinion 8% To compare physical store prices with online prices, when shopping in a store 9% To find or redeem a coupon/coupon code 9% To read customer reviews of a product 17% Tablet owners 12% 16% 33% 9% To check availability of a product in an online store 22% 8% To check in-store availability of a product 7% To learn about an in-store promotion or event 6% 0% 10% 14% 14% 20% 30% 40% Base: US Online Adults 18+ (Online Monthly or More) cell phone owners (multiple responses accepted) North American Technographics® Retail Online Survey, Q2 2012 (US) © 2013 Forrester Research, Inc. Reproduction Prohibited 33

35. They also use multiple screens at once Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited

39. › “I don’t think about the devices or the platform, I just live my life and get things done.”

40. Silos only support part of the customer journey. @sa_powers

41. You must unify the experience for your customers. @sa_powers

43. Uber uses geolocation data for a more contextualized experience @sa_powers

45. Smarter, more contextual interactions will be critical to delivering successful digital customer experiences.

47. Technology silos Organizational silos Lack of overall, unif ied customer experience strategy @sa_powers

49. Many decision makers are involved Which group is the final decision maker for applications that support digital customer experiences? (Select the best response) Marketing-technology shared service group 9% Other, please specify 11% IT 20% Dedicated customer experience group 4% Enterprise architecture group 5% Individual lines of business 12% Corporate marketing group 18% Dedicated eBusiness or eCommerce group 14% Dedicated online marketing group 7% Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited @sa_powers 49

52. Many technologies are involved Which of the following technology tools do you play a key role in evaluating, specifying, and/or administering? (Select all that apply) Base: 288 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited 52

53. Please Rate The Following Statement Our organization prefers a best-of-breed (vs. suite) approach for customer-facing applications. Strongly disagree, 2% Disagree, 7% Strongly Agree, 17% Neither Agree nor Disagree, 30% Agree, 44% Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited 53

55. Key takeaway #2: Sourcing technology from vendors who understand modern application architecture, and how to connect the dots for better context. © 2013 Forrester Research, Inc. Reproduction Prohibited 55

56. Data for contextualization comes from a variety of sources

57. Context demands new, analytics driven, capabilities

59. Thank you David Aponovich daponovich@forrester.com @daponovich

60. Keep Your Eyes on the Prize Why Context Matters More Than Ever Bob Canaway VP Marketing, Ektron David Aponovich Sr. Analyst, Forrester

61. 67 percent of the buyer’s journey is digital

62. Your visitors are bombarded by 100’s of digital messages each day

63. Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 3 0 Personal email, 5 4 Business email, 1 01 Your visitors have one One digital every 5 interaction minutes EVERY 5 MINUTES

64. The only way to cut through the clutter is TO CONNECT with visitors on a personal level

65. THE BUYER HAS CHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought  78% start their research with search  78% view vendor websites  4+ pieces of content  5576 emails ~ Exec 10x

66. Today, your company probably markets in silos

67. EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES. IT’S TIME TO CHANGE THE WAY YOU MARKET TO YOUR CUSTOMERS

68. If Content is King. Context is Queen. • Content is King Together, they rule the fiefdom of relevant marketing

69. INBOUND WEBSITE Social Attract Visitors Blog Keywords Convert Leads Targeted CTAs Landing Pages Premium Content Close Customers MAP + CRM Integration Targeted Content Social Networking Delight Happy Customers Targeted CTAs MAP + CRM Integration Media Customer Service

70. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement

71. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey

72. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • • • • • • • • • Geolocation Search terms Industry Company Title Role Customer status Social graph Behavioral attributes Personas

73. 78% Increase in Donations Through Their Website

74. PERSONA Noun – a representation of a segment of customers

75. HOW TO GET THERE Knowledge of Visitor Actionable view of your customer Behavioral Intent

76. PERSONA MANAGEMENT Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Target content “Getting the most out of your CMS” eBook

77. Poor Visitor Context

78. BEST VISITOR EXPERIENCE

79. Use Contextual Content “Tell a story that resonates!” -Seth Goden 9x increase in inbound traffic in 6 months

80. The Devices Are Coming NO! The Devices Are HERE!

81. CAPITALIZE on mobile context

82. Use Responsive Web Design

83. RWD Benefits • Google Preferred • Easy to Update • Designer Friendly • Future Proof

84. 300% increase in mobile leads

85. Define the mobile experience by easily setting breakpoints

86. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px

87. Boost context by swapping images for different device types

88. Increase engagement with content tailored to specific devices

89. Mobile Context Silicon Valley Bank

90. ADVICE GOING INTO 2014

91. CONTENT TARGETING CREATE TARGETING RULES Understand customer behavior and content to deliver the right experience to the right user at the right time in the right channel TARGETED CONTENT WIDGET PERSONAS

92. TEST YOUR IDEAS CREATE EXPERIMENTS PAGE VERSIONS Maximize site performance through automated conversion rate optimization PAGE ELEMENTS

93. Conversion Rate Optimization ■ A|B Testing ■ ■ ■ ■ Test Broader Page Concepts “Low Hanging Fruit” Lower Traffic Requirements Difficult to Control External Factors ■ Multivariate Testing ■ More Learning ■ More Complexity, Planning, Traffic

94. Which Test Won? A) Delivered 64% More Applications

95. CONTENT OPTIMIZATION FIND & TRACK YOUR BEST-PERFORMING KEYWORDS Develop content that resonates with your audience and is optimized for your SEO strategy EVALUATE INDIVIDUAL PAGES ON YOUR SITE 9X Increase in Page Views IDENTIFY WHICH SITES ARE GIVING YOU LINK LOVE

96. SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND LEADS WEB AND MARKETING ANALYICS CONVERSIONS: SEE WHICH EVENTS MOVED THE SALES PROCESS ALONG Track all of your marketing activities and automatically generate rich reports MAKE YOUR PAGES CONVERT BETTER

97. INBOUND WEBSITE SEO / Content Optimization Blog Tool Calls to Action Landing Pages Analytics A/B Testing Social Amplification Content Context Relevance Results Targeting Premium Offers Faceted Search Mobile Multichannel Personas

98. “Continuous improvement is better than delayed perfection” – Mark Twain

99. BEST VISITOR EXPERIENCE

100. DIGITAL EXPERIENCE MANAGEMENT PLATFORM E C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING MARKETING AUTOMATION SOCIAL PUBLISHING SEO MV TESTING SOCIAL M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH WEB ANALYTICS SHAREPOINT VIDEO

101. Bob Canaway VP of Marketing Ektron @bobcanaway David Aponovich Sr. Analyst Forrester @daponovich